DAA Prepares Self-Regulatory Guidelines for Mobile Targeting

According to ClickZ, the DAA plans to have a program out for behaviorally targeted mobile by the end of this year. An understandable move considering the scrutiny mobile has been under recently. Also it mentions a global plan for adoption; which is interesting considering what is happening globally in self-regulation practices in display. SK

As adoption of the Digital Advertising Alliance's self-regulatory program for behavioral advertising continues to spread, the organization is now turning its attention to the mobile space. It plans to release a set of principles relating to behaviorally targeted mobile advertising by the end of the year.

The DAA also hopes to encourage global adoption of its program and icon, starting with the U.K. and Europe.

"Efforts are underway to transition the existing principles to the mobile space… Mobile is hugely important, and international is hugely important," DAA managing director Peter Kosmala told ClickZ, adding that the organization would like to formulate a single global standard, icon, and opt-out mechanism for behavioral targeting.